A model participating in Sao Paulo's Fashion Week has died after getting sick and falling on the catwalk.

A statement from organizers said Tales Soares took ill Saturday while in a parade of fashion brand Ocksa. A medical team attended to him on the catwalk and Soares was later taken to a hospital, where he was pronounced dead.

The statement did not provide more details.

Daily Folha de S. Paulo reported that Soares tripped on his shoelace and fell. As he reached the end of the catwalk and turned back, Soares stepped unevenly and fell face-first.

It was also reported that the fashion model soon began to foam at the mouth after his fall. According to the paper, people in the crowd initially thought his fall was part of a performance.

A photo in the newspaper showed the model lying face down on the catwalk while paramedics attended to him. The paper reported Soares was 26 years old.

Model Tales Soares is taken from the catwalk by paramedics after he collapsed during Sao Paulo Fashion Week in Sao Paulo, Brazil, Saturday, April 27, 2019. Leco Viana/Thenews2 via AP

The moment spread in videos that were shared across social media alongside messages of condolence for Soares' family.

The city's fashion week organizers wrote a message alongside a picture of the model on Instagram, which roughly translated to English says: "May God welcome you with open arms! Life is definitely a catwalk, we're just passing through! Very sad!"